A UK campaign supported by atheist groups has rolled out its final creative executions.

For the final iteration, prominent UK OOH sites are displaying the message, “Please don’t label me. Let me grow up and choose for myself.” The message is imposed over a range of labels regularly applied to children (Catholic child, Muslim child), juxtaposed with labels that would be never be applied to children (Agnostic child, Liberal child).

“Nobody would seriously describe a tiny child as a ‘Marxist child’ or an ‘Anarchist child’ or a ‘Post-modernist child’. Yet children are routinely labelled with the religion of their parents. We need to encourage people to think carefully before labeling any child too young to know their own opinions and our adverts will help to do that,” said Richard Dawkins, vice president of the British Humanist Association and co-sponsor of the campaign.

The final rollout coincides with the United Nation’s Universal Children’s Day.

An earlier phase involved London buses carrying the messages, “There’s probably no God. Now stop worrying and enjoy your life.”